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 just as valuable for their purposes as those they print, are in their files. This si not true. I have taken for analysis, as a fair sample, the "World's Dispensary Medical Book," published by the proprietors of Pierce's Favorite Prescription, the Golden Medical Discovery, Pleasant Pellets, the Pierce Hospital, etc. As the dispensers of several nostrums, and because of their long career in the business, this firm should be able to show as large a collection of favorable letters as any proprietary concern.

Overworked Testimonials.

In their book, judiciously scattered, I find twenty-six letters twice printed, four letters thrice printed, and two letter produced four times. Yet the compilers of the book "have to regret" (editorially) that they can "find room only for this comparatively small number in this volume." Why repeat those they have if this is true? If enthusiastic indorsements poured in on the patent medicine people, the Duffy's Malt Whiskey advertising management would hardly be driven to purchasing its letters from the very aged and from disreputable ministers of the gospel. If all the communications were as convincing as those published, the Peruna Company would not have to employ an agent to secure publishable letters, nor the Liquozone Company indorse across the face of a letter from a Mrs. Benjamin Charteris" "Can change as we see fit." Man, in fact I believe I may say almost all, of the newspaper-exploited testimonials are obtained at any expense to the firm.  Agents are employed to secure them.  This costs money.  Druggists get a discount for forwarding letters from their customers.  This costs money.  Persons willing to have their picture printed get a dozen photographs for themselves.  This costs money.  Letters of inquiry answered by givers of testimonials bring a price - 25 cents per letter, usually.  Here is a document sent out periodically by the Peruna Company to keep in line its "unsolicited" beneficiaries

"As you are aware, we have your testimonial to our remedy. It has been some time since we have heard from you, and so we thought best to make inquiry as to your present state of health and whether you still occasionally make use of Peruna.  We also want to make sure that we have your present street address correctly, and that you are making favorable answers to such letters of inquiry which your testimonial may occasion.  Remember that we allow 25 cents for each letter of inquiry.  You have only to send the letter you receive, together with a copy of your reply to the same, and we will forward you 25 cents for each pair of letters.

"We hope you are still a friend of Peruna and that our continued use of your testimonial will be agreable to you. We are inclosing stamped envelope for reply.  Very sincerely yours,
 * "Per Carr."
 * "Per Carr."

And here is an account of another typical method of collecting this sort of material, the writer being a young New Orleans man, who answered an advertisement in a local paper, offering profitable special work to a newspaper man with spare time:

I found the advertiser to be a woman, the coarseness of whose features was only equaled by the vulgarity of her manners and speech, and whose self-assertiveness was in proportion to her bulk. She proposed that I set about securing testimonials to the excellent qualities of Peruna, which she pronounced 'Pay-Runa,' for which I was to receive a fee of $5 to $10, according to the prominence of 'the guy' from whom I obtained it. This I declined